In these challenging times, getting good advice from a competent direct mail marketing production partner is more important than ever. Rising costs, evolving post office regulations, rapidly changing technologies, and the demand for multifaceted direct mail campaigns have combined to make it increasingly difficult to connect with customers and prospects. Crystal Uppercue, marketing manager for EU Services (euservices.com), says you should expect these six essential capabilities from a partner:

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1. In-depth knowledge of postal regulations. You want someone who not only knows the ever-complicated USPS drill, but who can also advise you of the best way to design direct mail campaigns to save money and help you meet postal service regulations for ultraclean lists.

2. Early adoption of new printing, mailing, and production technologies. Even if you aren’t immediately planning to use such direct mail opportunities as variable data printing, cross-media marketing, and Web-to-print, your production partner should have extensive experience with these technologies. Otherwise, who’s going to make suggestions about other direct mail approaches you might take now or with your next project?

3. High praise from customers. Any production company with a good reputation has customers who will sing its praises. Open that songbook and listen. Talk to colleagues and ask around. Also ask for references of similar companies in your industry.

4. Customer service. Everybody talks about customer service, but what does it mean? Quickly returned phone calls and emails, polite and respectful communications, a willingness to take responsibility when mistakes happen, and loyalty to you, to name a few things. A direct marketing production company should be able to apply industry knowledge and experience to your business and continue to stay in touch without being intrusive.

5. Free advice. Your production partner should be thinking about you and your needs, offering suggestions, proposing alternatives, finding ways to save you money, explaining technology, and calming your anxieties.

6. A forward stance. A direct marketing production company can’t afford to be afraid of the breakneck speed with which changes take place in our industry. A good partner embraces change, and its people are constantly learning — going to seminars, taking workshops, talking to colleagues, studying — because they know it gives them a competitive advantage.

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